The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around Brexit, HFSS and gambling advertising, data and e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

Front Foot is our industry’s member network of over 50 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

ADVERTISING MATTERS 01.04.21

/ April 1st 2021 / Ellie Mason
Advertising Matters

MARCHING AHEAD IN EXPORTS

March saw the UK Advertising Exports Group (UKAEG) celebrate its third annual Exports Month to help boost the industry’s global ambitions as it looks forward to recovery from the Covid-19 pandemic and new trading relationships overseas. We are proud of how we demonstrated that the UK is the global hub for our industry, with standout moments including:

Going Global Masterclass 

Yesterday we held our Going Global Masterclass, a special event aimed at any UK advertising and marketing services business that has ambitions to build its international revenue through new business in new markets. Our speakers Marie Owen, CEO, LS Productions based inScotland Jamie Sergeant, Global CEO, Crowd based in the South East Zaid Al Zaidy, CEO, The Beyond Collective based in London, Andy Cooper, Director, Draw & Code based in Liverpool shared their experiences of working globally, the challenges and opportunities and why we work together to drive the success of our vibrant and exciting sector. You can view the event here.

The third annual UK Advertising Exports Report 

Which showed that international trade in UK advertising and market research services grew 7% year-on-year to reach a new record level of £11 billion in 2019. The full press release is on the UKAEG hub here. The launch was covered in City A.M. and The Drum.

UK House at SXSW 

UK House – the home of Creativity at SXSW showcased the best of UK advertising, art, tech, immersive technology, music and innovation. The official SXSW programme – UK House had over 2,000 registered delegates enter the virtual doors across three days. Across three days UK House had over 130 speakers, 50 country meetings, four Clubhouse sessions, one robot and the world’s first VR tuba player- Theon Cross. UKAEG content addressed key themes such as the new world, new audience, the rise of the creator economy, the five senses of marketing, entering the metaverse and lots more.This virtual drive for UK Creativity was the biggest from any country at SXSW with attendees from America, Europe, Canada, Japan, Australia and South America and many more. All content is available on demand via the UKAEG YouTube channel.

A JOURNAL INTO THE UNKNOWN

We are pleased to say that our members now have access to articles from the International Journal of Advertising (IJA). The journal publishes original contributions on all aspects of marketing communications from the academic, practitioner and public policy perspectives.

The latest volume of the journal includes articles such as ‘Long-term effects of brand placement disclosure on persuasion knowledge and brand responses’.

Head over to the Credos website and log in to access the journal for free.

THE DEBATING GROUP

On April 12, The Debating Group – a Parliamentary forum for Media and Marketing debate – will be hosting its second virtual debate.

In these difficult times, there can’t be a more important subject in the marketing industry than our creativity and performance. The Chartered Institute of Marketing, the Advertising Association, the International Advertising Association and the Alliance of Independent Agencies are coming together to debate the motion: ‘The pandemic has been good for marketing’.

Dame Cheryl Gillan MP will be chairing the debate and our Chief Executive, Stephen Woodford, will be speaking alongside Dino Myers-Lamptey, Founder of The Barber Shop and Liz Jones, Founder of Conker and Executive Committee member of WACL.

To receive joining information for this debate, please register here.

THIS WEEK: UK ADVERTISING IN THE MEDIA

In our weekly series we are pulling together, in one place, a selection of must-reads from across our industry media.

Click here to check it out!

AD OF THE WEEK

You’ve made it this far – why not treat yourself and watch our ad of the week?

Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoc.org.uk and quote ‘Ad Matters’.

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